The deodorant market continues to diversify with a different take on sweat and odour prevention, products for a wider variety of consumer groups and a more upmarket take on fragrance. Julia Wray reports
There’s not currently much for deodorant manufacturers to sweat over at present. The $20.7bn sector is enjoying enviable gains in principal growth regions, according to data from Euromonitor International, while consumers in North America and in those European countries bucking the recession are always willing to trade up to newer variants with an interesting story or the promise of better performance.
At $7.25bn and up a massive 16% in 2012, Latin America is the region with the highest deodorant sales, something Nicole Tyrimou, Beauty and Personal Care Analyst at Euromonitor, attributes to “the popularity of body sprays, which we track under deodorants”. The dominance of body sprays here is in part down to the warm, humid climate of Brazil – the region’s largest market – which makes people want to refresh more, but is also a general cultural preference.